There are dozens of questions that can be asked about how to create a successful Facebook campaign. One of the overwhelming challenges of creating a campaign is maintaining quality posts that continuously engage your audience. However, with the use of Facebook Insights we can track the rate at which people are engaging with certain posts. Based off of these results, you can then adjust your future postings and strategies, creating the best possible campaign plan in the process.
The best part is that there is no guessing involved, these results are tracked and have been proven to work when shared with your specific audience. This tool also allows us to assess every aspect of the campaign’s content strategy. In other words, we can monitor which type of posts have gained the most organic engagement in the past and then model future postings after those types of posts.
If you are interested in seeing specific percentages related to your accounts progress or regression you can simply click on “Insights” on the top of the Facebook page within Business Manager. Then click “Overview” in the top left corner. This allows for you to see the specific numbers of Reach, Page Likes, Actions on Page, and Video Interaction. Not only are you able to see the results from the current day, but you can also see the activity and results from yesterday, the last 7 days, and the last 28 days. This can be a huge help when creating campaigns that need to see immediate gratification based on a time crunch.
Facebook Insights can be a very resourceful tool, especially when deciding which audiences and types of posts your campaign should focus on. Generally, I tend to look at the top 5 posts and try to notice a pattern within. If I ran a certain campaign and the copy was similar in delivery, or if I used an image more than once that was well received by my audience. There is always something you can pick up on in order to have the upper hand when creating your next post or campaign. Under “Posts” section in Facebook insights, scroll to the bottom until you see all of your most recent posts. Once you are there, you can click and “Sort” the columns to bring all of the most engaged posts to the top to see which posts received the most amount of engagement as seen below!
Takeaway: When looking into the “Posts” section of Facebook Insights you can see every characteristic of the post. These include date published, the post itself, the type of post, whether the post was shared with the public or not, how many people it reached, the engagement (post clicks, likes, comments, and shares) and if the post was boosted or not. Knowing these post traits is essential to remodeling a successful post. Many people advise against re-using posts… Do NOT listen to them! If a post you made a few months back did very well, there is no reason why you don’t post it again with maybe a small change to the text or image.
Another great resource within the “posts” section of Facebook Insights is the ability to see when your fans are online and the most active.
Takeaway: This section shows the times and days when your fans are online which can be extremely beneficial when determining the best times to post your content!
Another great feature that Facebook Insights offers page admins is the ability to “Watch” other pages. This competitor research / monitoring tool can be very beneficial if you are trying to keep a close eye on a competitor. It allows you to see where you stand against your competitors in terms of total page likes, percentage change from last week, amount of posts this week and amount of engagement this week.
All in all, Facebook Insights is an incredibly useful tool that can be used to create a very successful campaign plan along with successful reoccurring posts. Next time you’re about to create a campaign or a post, take out your notepad, go into Facebook Insights, and write down what you see. You’ll be surprised with the amount of information you will take away from viewing this invaluable information! Whether you are creating a brand new campaign or need to adjust an existing one, Facebook Insights can help you improve the quality of your posts based on prior results and analytic tracking.